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Velocitize Talks: Mark Avedissian of ReachLocal, on small business online

Marketers need to approach their marketing challenges as business challenges, said Mark Avedissian, managing director of online marketing company ReachLocal. Many of those challenges can be attacked with digital tools with help from the right partner, he told Velocitize Talks.

The Internet has been a great leveler for small businesses, but it’s also put small businesses in the deep end of the pool. Online tools can help even small businesses, but they first need to understand what is their consumers’ intent, said Avedissian. “There’s a lot of basics that need to be done,” he said.

The various demographic groups—whether Gen X, Millennials or Gen Z—may have differences in device use and media consumption, but businesses still need to come down to knowing the consumer’s intent and the target consumers’ journey so they don’t waste their efforts, said Avedissian.